cx16: powering smarter customer journeys with personalization builder
TRANSCRIPT
Chris Howard VP Digital Strategy & Design Calamos Investments
Need:
• Official titles
• Headshot
• Twitter/Social handles (optional)
Meghann York Director Product Marketing Salesforce
Cameron Gabriel Sr. Manager, Digital Merchandising 1800flowers / Harry & David
Andy Simmons Moderator
Why Personalization Matters
20%
78%
14%
Businesses that indicate Personalization is critical
to current and future success
increase in B2B sales opportunities
improvement in email click through rates
of consumers indicate they want some degree of personalization
94%
Personalization Builder Powered by Predictive Intelligence
Predict & Automate Decisions Use data science to get smarter about your customers and take action automatically
Personalize the Journey Automatically tailor every message and adapt the journey for each customer
Understand Customer Engagement Build contextual profiles based on preferences and behavior
PI Performance Metrics 11/27/15 – 12/27/15
62%26%
11% 1%%ofTotal
ProductDetail
RecentlyViewed
Cart
Confirma:on
Brand Units LY Units TY Rev LY Rev TY $ Variance % Variance
Harry and David 69,644 130,076 $2,986,257 $6,331,641 $3,345,384 112%
Wolferman's 18,340 26,075 $129,461 $586,945 $457,484 353%
Total 87,984 156,151 $3,115,717 $6,918,585 $3,802,868 122%
PI Recommendations on Harry and David and Wolferman’s generated $3.8M in incremental sales for the 11/27 – 12/27 time period. This was a 112% lift over the prior year’s experience for HD and a 353% lift for Wolferman’s
Recommendation Scenarios – Product Detail Page • 3 scenarios implemented on
the page, 2 active
• Primary scenario (below product image) • 62% of overall cross-sell
revenue • 8.15% CTR
• Recently Viewed – custom scenario
• 26% of overall cross-sell revenue
• 3.10% CTR
Recommendation Scenarios – Cart
• Originally run as a test
• Outperformed Checkout Specials and was moved to the top of the page
• Resulted in a 60% lift over Checkout Specials
• 2.34% CTR
Recommendation Scenarios – Confirmation Page
• 1% of overall cross-sell sales ($70K)
• 1% CTR
• Significant in that this is a post purchase “nibble“
Onboarding – Welcome Series
• All onboarding email open rates averaging above 25%
• Average 23%* Click To Open Rates (CTOR)
*above 17% for financial services onboarding benchmark.
Trigger email welcome series to advisors who register for our investment professional site
Visitor Abandonment Email
Goal is to engage and promote additional and relevant resources.
• Email open rates average 44%.
• Click-to-Open Rate (CTOR) averages 38%
• Predictive Intelligence recommended content averages 18 % click-through rate.
Follow up email based off specific activity or inactivity in a session
Lapsed Subscriber Re-engagement
• Email open rates average 15%
• Click-to-Open Rate (CTOR) averages 23%*
*Industry average is 5% for Financial Services.
• Predictive Intelligence recommended content averages 20% click-through rate
Two-part email series when no web activity in 60 days
3 Key Takeaways
ü Do your homework and your prep work
ü Map the important moments in your customer’s lifecycle and personalize around them
ü Challenge your assumptions and the notion of best practices
Take the after-session survey!
Take the Survey in the Connections 2016
Mobile App
Join the conversation!
#CNX16